B2C Marketers Seek Clarity on Marketing Tech - eMarketer

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B2C Marketers Seek Clarity on Marketing Tech

Finding the right technology is a challenge

October 27, 2015

Nearly two in five business-to-consumer (B2C) marketers have their eye on marketing technology, according to July 2015 research, but they’re having a hard time identifying what they need.

Leading Challenges Faced by Marketers Worldwide, by Company Type, July 2015 (% of respondents)

That’s based on polling from HubSpot, which asked B2C and business-to-business (B2B) marketers, as well as those at nonprofits, about their priorities and challenges this year.

Finding the right technologies for their needs was the No. 2 leading challenge among B2C respondents, following only proving marketing ROI. That was also the biggest issue among B2C respondents, but for them, securing budgets and managing websites were bigger obstacles than finding the right marketing tech solutions. B2C respondents were 13 percentage points more likely than their B2B counterparts to have trouble with this.

Nonprofits were challenged at about the same rates as B2C respondents to figure out marketing tech solutions.

Sales Tools that Sales Professionals Worldwide Plan to Evaluate/Purchase, 2014 & 2015 (% of respondents)

Respondents as a whole had somewhat different plans in 2015 for evaluating and purchasing sales tools compared to the prior year.

The most popular sales tool in both years was CRM software like Salesforce. In 2015, 18% of respondents worldwide planned to evaluate or purchase CRM software.

This year, the No. 2 sales tools were sales engagement platforms, which had pulled ahead of sales enablement software. Business data software had also grown more popular, reaching third place.

According to other research, peers are the most likely source of research for marketing technology purchase decisions, so it’s likely respondents’ co-workers and industry acquaintances who are most influencing such shifts in software usage—as well as helping bring clarity to the confusion of many B2C and B2B marketing professionals.

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